Writing A Brief For Influencers

Creative Brief: Vegan Protein Powder Influencer Campaign on Instagram Objective: To launch and promote a new vegan protein powder product on Instagram, by partnering with influential Instagram users who share the same values and interests as the target audience. The primary goal of the campaign is to generate brand awareness, increase product sales, and position the product as a must-have for health-conscious and environmentally conscious individuals. Target Audience: The target audience for the vegan protein powder is health-conscious and environmentally conscious individuals who are looking for a healthy and ethical alternative to animal-based protein powders. They are active on social media, follow vegan and healthy lifestyle influencers, and are interested in plant-based nutrition and fitness. The target audience is mainly women, aged 18-40, who live in urban areas. Key Messaging: The key messaging of the campaign should focus on the benefits of the vegan protein powder, such as its high-quality plant-based ingredients, its sustainability, and its ability to support muscle growth and recovery. The messaging should also emphasize that the product is free from artificial additives and preservatives, and that it is a perfect fit for anyone following a vegan or vegetarian diet. Influencer Selection Criteria: The influencers selected for the campaign should meet the following criteria: - Have a significant and engaged following on Instagram, with a majority of followers fitting within the target audience. - Be aligned with the brand's values and mission, and have a genuine interest in promoting a healthy and sustainable lifestyle. - Have an authentic and relatable persona on social media, and a track record of engaging with their followers in a meaningful way. - Have demonstrated an interest in plant-based nutrition, fitness, and wellness. Campaign Execution: The influencer campaign will consist of the following elements: - Collaborations with 5-7 influencers who meet the selection criteria, for a period of 4 weeks. - Each influencer will receive the vegan protein powder product to use and review, and will create 2-3 pieces of content (such as Instagram posts or stories) that showcase the product and its benefits. - Influencers will be encouraged to share their personal experiences with the product, and to provide their followers with discount codes or promotions to encourage them to try the product. - The campaign will be supported by the brand's social media channels, with regular reposts of influencer content and engagement with user-generated content. Key Performance Indicators (KPIs): The success of the campaign will be measured using the following KPIs: - Total reach and impressions generated by influencer content. - Total engagement (likes, comments, shares) generated by influencer content. - Increase in brand awareness, measured by an increase in social media followers and website traffic. - Increase in product sales, measured by the number of units sold during the campaign period. Timeline: The campaign will run for 4 weeks, starting on May 1st, 2023, and ending on May 31st, 2023. Influencer collaborations will be scheduled in advance to ensure a consistent flow of content throughout the campaign period. Budget: The budget for the influencer campaign is $50,000. This will cover influencer fees, product samples, shipping costs, and any other associated campaign costs. The budget will be managed by the brand's marketing team, with regular reporting and updates provided to key stakeholders.